25 Sep IHP 510 Final Project Guidelines and Rubric

Overview

Healthcare marketing is a multidisciplinary area of public health practice. This approach draws from traditional marketing theories and principles, adding

evidence-based strategies focused on prevention, intervention, and health promotion. It involves the creation, communication, and delivery of health

information to diverse populations. As a healthcare professional, you will be asked to participate in the marketing process, and, as you will learn throughout the

course, there are various elements of a healthcare marketing plan.

The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency

because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan. The

project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final

submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final product will be submitted in Module Nine.

In this assignment, you will demonstrate your mastery of the following course outcomes:

 IHP-510-01: Analyze internal and external market factors that impact marketing decisions and strategies in a healthcare setting

 IHP-510-02: Evaluate ethical issues considered when creating a healthcare marketing plan for alignment with industry criteria

 IHP-510-03: Apply fundamental principles of strategic marketing to healthcare organization strategic planning that align to organizational mission and

goals

 IHP-510-04: Evaluate strategic marketing methods used in a marketing plan for their potential to reach specific healthcare audience demographics

 IHP-510-05: Recommend communication strategies for effectively collaborating with internal and external stakeholders in the implementation of

marketing plans

Prompt

For the final project, you will develop a marketing and communication plan for Bellevue Hospital. In your plan, you will analyze the healthcare organization,

propose a new service, and develop marketing strategies for this proposed service and identified target market. In addition, you will develop strategies to

effectively communicate your marketing plan to the internal and external stakeholders, to drive collaboration in the implementation of the plan.

To begin, you will review NYC Health + Hospitals/Bellevue. You will use this organization as the base of your final project. Then, review the Bellevue Community

Needs Assessment (2016). This needs assessment will inform decisions you make in your marketing and communication plan around the service you propose,

your target market, and the marketing strategies you develop.

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